DHL, the global logistics and delivery giant, has made its first foray into the French sports sponsorship market, becoming the new major partner of top-flight rugby union side Stade Francais Paris. The multi-year deal, running through 2029, will prominently feature DHL’s branding on the Parisian team’s shirts, both at home and during European competition.
The partnership extends beyond the jersey, encompassing branding across the club’s social media and digital platforms, with plans for collaborative content creation. DHL’s presence will also be visible at Stade Jean-Bouin, the team’s 20,000-capacity home stadium. DHL’s Express France service will provide logistical support to Stade Francais, handling the transport of equipment and gear both domestically and internationally.
The agreement was facilitated by sports marketing agency Sportfive. While this marks DHL’s initial dedicated sports sponsorship in France, the company boasts a significant and growing portfolio within the world of rugby union. DHL is already heavily involved in the sport, demonstrating a long-term commitment to the game.
In South Africa, DHL holds the title sponsorship of the Stormers franchise, a prominent competitor in the URC international club competition and the European Rugby Champions Cup. The company also sponsors English Premiership side Harlequins and Irish club Munster. DHL’s involvement extends to major events, having served as the official logistics partner for the 2019 Rugby World Cup in Japan and maintaining a partnership with the British and Irish Lions touring organization since 2005.
Just last December, DHL extended its commitment to European Professional Club Rugby, continuing as the official logistics partner for both the Champions Cup and Challenge Cup through the 2026-27 season. This latest deal with Stade Francais further solidifies DHL’s position as a key supporter of rugby at various levels.
Stade Francais, a historic force in French rugby, boasts 14 Top 14 titles, their most recent triumph coming in 2015. They also secured the European Rugby Challenge Cup in 2017. The 2024-25 domestic season saw the team finish 12th in the 14-team league, narrowly avoiding the relegation play-off. However, they have shown marked improvement this season, currently holding 5th place after 16 games.
As one of two clubs based in Paris, Stade Francais benefits from access to France’s largest sports market, a significant draw for potential commercial partners. DHL’s arrival as the primary shirt sponsor replaces fruit drink brand Capri Sun, owned by Stade Francais owner Hans-Peter Wild, which had held the prominent branding position since Wild’s takeover in 2017.
The partnership represents a strategic move for DHL, allowing the company to tap into the passionate French rugby fanbase and enhance its brand visibility within a key European market. For Stade Francais, the deal provides crucial financial support and a partnership with a global leader in logistics, enabling the club to continue its pursuit of domestic and European success.
